Not sure how many here have familiarity with operating social media for a business, but there are a ton of analytics and data available to determine what is the optimal posting schedule. Things like what days of the week, what time of day that people are most likely to engage with posts. Also things like what sort of content (ie GIFs, photos, videos etc) that people prefer to engage with on which SM platforms.
I’m sure that their very talented Marketing team is well aware of all of this type of info and is making their plan accordingly with what they want to achieve via their SM platforms. I don’t think this is something we really need to be concerned about.